BELDEN RUSSONELLO&STEWART

RESEARCH AND COMMUNICATIONS

1320 19 TH STREET, N.W.  SUITE 700  WASHINGTON, D.C. 20036 

T: 202-822-6090  F: 202-822-6094  E - M A I L : B R S @ B R S P O L L . C O M 

Generating Greater Participation in the 2000 

Census 

Analysis from a National Survey 

Conducted for 

U.S. Census Monitoring Board 

by 

Belden Russonello & Stewart 

and 

Research/Strategy/Management 

October 1999 

 
BELDEN RUSSONELLO & STEWART AND RESEARCH/STRATEGY/MANAGEMENT

Introduction 

In preparation for the 2000 Census, the U.S. Census Monitoring Boardís Presidential 

Members -- Co-chair Gilbert F. Casellas, Dr. Everett M. Ehrlich, and Lorraine A. Green -

- asked Belden Russonello & Stewart (BRS), a Democratic firm, in collaboration with 

Research/Strategy/Management (R/S/M), a Republican firm, to conduct a nonpartisan national survey to measure public attitudes toward the Census, and to gauge 

the appeal of specific messages designed to increase participation in the 2000 Census. 

This research is intended to assist the Board in its oversight mission, specifically its 

review of the Census Bureauís $167 million paid advertising campaign led by the firm 

Young & Rubicam (Y&R). 

The survey questionnaire draws on information from eight focus groups among the 

public, which identified reasons for participation as well as those factors that inhibit 

participation in the Census. BRS and R/S/M conducted the focus groups among the 

general public in July 1999. The focus groups are reported separately. 

The survey included 1,885 interviews. 1,005 of these were carried out among a 

representative probability sample of the U.S. population, of all races, aged 18 and older, 

using a random digit dial (RDD) sample. In addition, we oversampled 280 additional 

African Americans (for a total of 382), 300 additional Hispanics (for a total of 391), and 

300 more Asian Americans (for a total of 314). For the oversamples of African 

Americans and Hispanics, additional targeted RDD samples were drawn in telephone 

exchanges with higher than average concentrations of these two groups. The AsianAmerican oversample was randomly drawn from telephone numbers across the 

country listed with Asian surnames. The questionnaires were weighted so that each 

racial and ethnic group is represented in the correct proportion in the data. 

The sampling tolerance for the basic sample of 1,005 is plus or minus three percentage 

points, at the 95% confidence level. The sampling tolerance for African Americans (n = 

382) is plus or minus 4.9 percentage points, for Hispanics (n = 391) it is 4.9 percentage 

points, and for the Asian Americans (n = 314) it is 5.5 percentage points.
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BELDEN RUSSONELLO & STEWART AND RESEARCH/STRATEGY/MANAGEMENT

The interviewing was conducted from September 27 to October 16, 1999 by telephone, 

using experienced, trained and monitored interviewers. The questionnaire was 

translated into Spanish, Cantonese, Mandarin, Korean, and Vietnamese, and was 

administered in these languages to individuals who preferred to respond in their native 

tongues. 

After the interviewing was completed, the survey data were weighted statistically to 

bring gender and race and ethnicity into proper proportions for the nation as a whole, 

based on Census data. The following table shows the demographic composition of the 

survey respondents. 
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BELDEN RUSSONELLO & STEWART AND RESEARCH/STRATEGY/MANAGEMENT

Composition of survey interviews

Unweighted

Number 

Unweighted 

% 

Weighted 

% 

Total 1885 100% 100% 

Male 949 50% 49% 

Female 936 50 51 

18-29 470 25% 19% 

30-44 642 34 32 

45-59 380 20 23 

60+ 374 20 25 

DK/Refuse 19 1 1 

White 756 40% 72% 

Black 382 20 12 

Hispanic 391 21 11 

Asian 314 17 4 

Other/DK/Refuse 42 2 1 

<HS/HS graduate 795 42% 43% 

Some college 533 28 28 

College/Grad 325 17 17 

Graduate work/degree 215 11 11 

Refuse 17 2 1 

Less than $25,000 525 28% 27% 

$25,000-$49,000 568 30 30 

$50,000-$74,000 298 16 17 

$75,000 or more 232 12 12 

Refuse 262 14 14 

Married 997 53% 55% 

Single 475 25 20 

Other 394 21 24 

Refuse 19 1 1 

Immigrants 437 23% 11% 

1st Generation 251 13 11 

Non Immigrants 1186 63 78 

Refuse 11 1 -- 

Northeast 397 21% 20% 

Midwest 337 18 22 

South 702 37 35 

West 449 24 22 

 
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BELDEN RUSSONELLO & STEWART AND RESEARCH/STRATEGY/MANAGEMENT

Overview 

Our national survey of Americansí attitudes toward the Census sends the message that 

Census 2000 has yet to be introduced to the public, and the Census Bureau has a 

considerable task ahead to grab the countryís attention. Most Americans are unaware 

that the Census will take place next year or that the country takes a census every 10 

years. 

Despite this lack of awareness, Americansí impressions of the Census are mostly 

positive. Large majorities believe having an accurate Census is important for the 

nation, and believe there is civic responsibility for participation. Currently, Americans 

are more likely to hold these rather general attitudes toward the Census than to identify 

with more personal reasons to fill out the Census form -- that government funds and 

political representation for their communities are at stake or that the Census is their 

opportunity to be counted. 

The current lack of certainty about how the Census is used to benefit local communities 

suggests that advertising and other Census communications would benefit from 

demonstrating clearly the connections between the Census and communities. The data 

also reveal public anxiety over confidentiality in the Census, which a majority of 

Americans feel, but only about one in four feel strongly. 

When the public is exposed to a number of messages intended to increase commitment 

to participate in the 2000 Census, the messages that emphasize the practical connection 

between the Census and the flow of federal dollars to local communities, the Census as 

civic responsibility and the Censusí importance to political representation proved 

highly persuasive. 
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BELDEN RUSSONELLO & STEWART AND RESEARCH/STRATEGY/MANAGEMENT

The analysis of current attitudes and reactions to messages points to several 

communications strategies for encouraging increased participation in Census 2000: 

 First, those who hold definite intentions to participate in the Census are 

drawn most to a message of civic responsibility because they themselves 

believe most strongly that participation is a responsibility shared by every 

American. Emphasizing civic responsibility is like preaching to the faithful, as 

a reminder of why they are engaging in their act of faith. 

 Second, the message of how the Census benefits communities is particularly 

persuasive to Americans we describe as weak participants, those say they 

would ìprobablyî fill out the Census form. These Americans need to hear 

more about the practical benefits of an accurate Census than about their own 

civic responsibility to participate. 

 Third, for those who currently are disinclined to participate in the Census, a 

dual message would be most persuasive: lead with the Censusí connection to 

federal dollars to local communities, and include an assurance about 

confidentiality. 

 Fourth, when communicating across racial and ethnic groups, minorities and 

whites agree on the primary importance of learning how the Census is 

connected to federal dollars for their communities. However, there are some 

distinctions: African Americans and Asian Americans give dominance to a 

message about what the Census means in practical terms for their 

communities; whites and Hispanics place community needs on a par with a 

general message about civic responsibility; and assurances about 

confidentiality find more appeal among Hispanics and Asian Americans than 

other groups. 

• Fifth, the public holds more trust in the Census Bureau than the Congress, the 

President, or the news media when it comes to learning about information on 

the Census. Among these institutions, the Census Bureau would be the most 

trusted messenger on the Census. 

In conclusion, the survey points to strong public interest in the messages that the 

Census Bureau and Y&R plan to communicate to increase participation in Census 

2000. The twin challenges of increasing awareness and commitment to participate 

in Census 2000 appear to be addressed effectively by the combination of themes 

relating to community benefits of the Census, civic responsibility, confidentiality, 

and representation. The levels of support these themes receive in the survey reflect 

positively on the Census Bureau and Y&R communications plan.